It’s official. Millennials are now the largest cohort of the population - making up more than a quarter of the total U.S. population. They have spending power, and are waiting to be sold. Now that the millennial craze is in full effect, it’s time to understand how to build a millennial events, or events that attract millennials. Here are 10 tips for building an event that will attract millennials.
1. Maximize technology.
Millennials use technology, and events that utilize technology are far more appealing to millennials. To attract millennials, the simple things make a big difference such as utilizing online ticketing and letting them use their phone to check into their event. Millennials don’t go many places without their phones, if you can incorporate your ticketing into an easy scan from millennials cell phones, your event will draw in more of the young crowd you are looking for.
Use technology to make your event goers lives simpler. Any technology that makes your event more convenient should be worth considering because millennials love convenience.
2. Give back.
Millennials love the idea of giving back to a cause. If your event helps a family in need, a nonprofit, or serves the local community, you build goodwill with your attendees. Many millennials donate money to charities, so they are wanting to help make their community a better place. If you offer millennials a good time that will help the community as well, you kill two birds with one stone, helping millennials feel a sense a fulfillment by having fun at your event.
3. Offer drinks and food.
If you are going after college-age millennials, offering free or cheap food always draws a crowd. College age millennials have ever-growing student loans and want to spend their time doing activities other than cooking, and they are always looking for a free meal. This simple announcement will grab the attention of many millennials.
But if you don’t want to give food away, consider having food for purchase at your event. Millennials are all about food. They love trying hip, up-and-coming restaurants. If you don’t believe me, take a look at instagram, where there are countless millennial foodie accounts with pictures of their favorite food. Millennials are willing to spend money on good food, and if you provide them access to a cool food truck, you will bring in more millennials.
Millennials like to participate at events. It may seem the opposite, and many won’t want to be the center of attention, but if you gamify your event, your attendees can still hang out with their group of friends and participate in the game within your event.
You can gamify your event by adding raffles, issuing social media challenges, having group contests, and more. Instead of offering individual prizes, you might want to try giving a prize to the group that wins the contest. This will encourage more participation as groups of friends would rather participate in an event than individuals.
5. Reach them on social media.
To reach millennials, you will want to turn towards social media - particularly Facebook, Instagram, and Twitter. Millennials use social media to share moments from their personal life, but they also follow brands, bloggers, events, and more. If you don’t have a strong social media following, you can ask influential Instagrammers or Tweeters to post a picture of your event and advertise it for you.
On Facebook, every event you host should have it’s own event page - a page where you can invite others to attend, and where those who are attending can invite others as well. This is one of the easiest and best ways to grab interest. If an individual sees that their friends are attending an event, they are much more likely to attend the event themselves.
Millennials want a sustainable, healthy world. They don’t like leaving carbon footprints and they prefer to use clean energy if possible. If you announce that your event is sustainable, you will get a strong following of support and word will travel. Millennials like talking about progressive companies, businesses, and events.
Each year, graduating classes enter the workforce with more and more student debt, all while trying to find entry level jobs where they can begin to pay it off. However, despite the debt, millennials are still willing to spend money on attending live events. In fact, a study conducted by IPSOS on behalf of Eventbrite, found that millennials spent a staggering $609,764,149 each month on attending live events.
What does this mean? It means that millennials are willing to spend money on attending experiences. Yet, if you really want to draw in a larger crowd, consider making your prices affordable for the millennials that are still managing debt, because they want to come, too.
8. Photo sharing.
Posting photos and videos before your event takes place is an effective way to build the anticipation for your event, but while your event is happening, you have an army of photo takers ready to snap a picture. Millennials love taking photos. Add something photo worthy at your event that will encourage your attendees to take pictures and share them on their social media profiles. You can do this having a photobooth, using photo props, or having an awesome attraction at your event that people will want to take pictures of. Every millennial is a photographer with their smartphone, and they love to take pictures. Make your event selfie-worthy.
9. Make your event feel big.
According to Meetings Imagined, research shows that "millennials want to live and go to big cities where there is...a lot of nighttime activities.” But just because your event isn’t in New York City doesn’t mean you can’t make it feel like your event belongs in a big city. Create an atmosphere around your event that makes your event feel big, something that would be in New York City. If you make your event feel big, millennials will want to go to it.
10. Make your event happening.
Millennials like being in places where things are happening. They want to feel involved and they like to show off a little bit. They love sharing their thoughts and opinions with others. Your event is a place where millennials can go, be involved, and leave with plenty of opportunities to talk about your event both during and after it takes place. Your event can be a place that facilitates discussion and is a topic of interest for millennials. You don’t have to go all out to make your event happening either. You can bring in a couple food trucks, set up some games, have a live band, set up shopping booths, and countless other ideas. Your event needs to be an event.
11. Make your event look good.
Millennials are very image conscious, and not in a vain way. They understand the power of personal branding and online reputation. They like to brand themselves as cool, hip, fun, adventurous, creative, and unique. They like to be associated with things that look good i.e. cool, unique, and epic. As you are building your event, you cannot forget this important fact. While your event looks good, if your landing pages, social profiles, and website don’t look good, millennials may think twice about attending.
Creating a millennial event can seem daunting, but if you follow these eleven tips, you will attract more millennials to your event.
Remember - building a millennial event is more than just the event itself - it starts at your website and social profiles and extends to the feeling created at your event. If you can create a unique and convenient experience for your attendees starting at your ticketing, you will get the millennial crowd you want.